The brand leans into its age and proves that with age comes the benefit of experience – and that shouldn’t be ignored. Irish Distillers’ Old But Gold campaign aims to shine a light on what it means to be ‘old’ and to highlight the advantages which come with ‘ageing’.
First distilled in Dublin 1791, Powers’ roots in Ireland run deep.
Old But Gold therefore champions Powers’ long rich history and its ability to stand the test of time, challenging consumers to rethink their perceptions of what ‘old’ really means in today’s world.
The brand celebrates life experience, confidence and the self-assuredness that comes with maturity.
“Powers is an iconic brand with a rich and storied heritage within the Irish market,” commented Jessica Norris, Marketing Director Ireland at Irish Distillers, speaking at the launch, “It’s a timeless classic which has stood the test of time and we celebrate those who recognise that with age comes great achievements.”
The Through The Line campaign features a combination of Out Of Home and Digital OOH as well as PR, social and video.
Old But Gold will come to life through a video series, shining a light on characters of a certain age who’ve rich and interesting life stories to tell such as American/Irish basketballer Gerald Kennedy, the godfather of Irish surfing Kevin Cavey – also known as Grandpa Surf – and dancers Jane Mooney and Sandy Cuthbert.
Consumers will also see giant replicas of the traditional Powers pub mirrors – pub icons for over 200 years – around Dublin and Galway.